WebRTC is not a threat to traditional Telco’s but an additional differentiator and product capability or extension of current offering.
We regularly speak with telecommunication professionals about the evolution of the industry and WebRTC. As you can imagine, we receive contrasting thoughts about whether WebRTC is a positive or a negative for the telecommunication industry. Drum is a telecommunications conferencing provider to some of the world’s largest Telco’s. As such, we are at the forefront when witnessing scepticism about web based communication such as WebRTC. We understand the reasoning behind the scepticism. However WebRTC is not a replacement or a competitor to traditional telecommunication methods and traditional Telco’s.
The core offering of your product will remain. WebRTC will not enter the market and instantly become an alternative to your current offering. Unless of course you do not look to implement WebRTC functionality within your current product as an expansion. Your core service will remain the same as it always has and it will need to be adapted as it always has.
The quantity of revenue streams may indeed increase due to embedding the WebRTC technology. You may discover a preferential pricing model or an additional revenue stream to providing WebRTC features such as screen share or meeting review. However, for the traditional Telco, revenue may appear unaltered with the pricing model based on a per minute or per user basis.
Telephonic devices communicate with one another through the simple use of a number which we have become accustomed to. WebRTC relies on at least one endpoint to be connected within a browser or an application. Although WebRTC is designed to not be reliant on users being within ‘the club’ there is still a need to have access to the desired ‘end point’. This requires all call participants to have access to the same point whether it be through an account with a specific application or a unique URL to join the call.
WebRTC is designed to have an instant and flexible user journey, however the technology is only flexible within the rigid framework created.
WebRTC is providing an additional route into your existing service increasing the usability and accessibility for all types of customers. As your service becomes more accessible so does the usability and reasoning for the wider community. The additional route to product allows for an extended quantity of paying users to gain access and use your service. Subsequently, gaining a larger market share for your organisation as well as driving revenues.
WebRTC is at the forefront of telecommunication technology. The new technology has evolved from a nicety into a necessity for all major Telco’s looking to increase their service offering and remain innovative. In addition, product development is essential when wanting to retain competitive advantage and retain your current user base. Your brand image should evolve with the technology rather than following a trend. As your service becomes a more rounded product you gain the correct tools to target a wider audience. The user base increases as users are provided with the technology to connect with peers and colleagues in a broader and more accessible channel.